When you don’t know what you’re missing – and why it might be right to miss it

March 1, 2011

There is a lot of buzz about social media, collaboration and web 2.0 looking at how it can enhance business results.  All good stuff, but for most it is just too early for the real value to be seen.

I was talking to the owner of a small bed and breakfast and they wanted to set up Twitter and Facebook accounts.  No problem, let’s do it now.

As we were preparing to get this done I asked what they were going to use it for.
Like ‘why have a website’ they did not have an answer to this question.  They have heard of Twitter and Facebook.  Even some of their guests suggested that it would be a good idea to have them but they did not know what they were or how they would use them.

So, we stopped setting up the accounts while we spoke about what they were, how they worked and the commitment that they would have to put in to see results.  It was at this point that they realised that for a small 4 bedroom B&B the extra effort involved may not be the best use of their time.  The effort to get followers that would lead to guest might be greater than then number of guests achieved through other methods.

Social Media is great and has its place, but the more I see the more I realise that it is not for every business and every situation.  It’s another tool in the bag.  You don’t have to take it out every time.



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